SmileyWorld signs with Ata-Boy

A range of magnets, badges, key chains, stickers, night lights and mouse pads will be created for the SmileyWorld brand, after The Smiley Company struck a deal with US firm Ata-Boy.

The line will launch at the end of January 2012 in various stores throughout the US, as well as online.

"We are pleased to be working with this iconic company to create a line of SmileyWorld gift products," said Jude Albright, CEO of Ata-Boy. "This new partnership will also allow us to create the iconic Smiley Watchmen button image, which has not been available in some time."

Frank Shorf, director of licensing for the US and Canada for Smiley, added: "Smiley is very excited about our new partnership with Ata-Boy."